How Low Can I Go? the Comparative Effect of Low Status Users on Buying Intentions

Edith Shalev, Technion, IsraelVicki Morwitz, New York University, USA

Consumers from low socio-economic classes are not considered effective influencers, as they usually do not represent an aspirational reference group with whom people identify. The current research revisits this widely accepted notion, and demonstrates that low-status product users can positively influence observers and increase their likelihood of purchasing the target product.